“One in three women have a bladder problems that leads to accidental peeing when they cough, sneeze, jump, laugh,” explains Dr Tania Boler, CEO and co-founder of Chiaro.

“As women get older the muscles start weakening, particularly through menopause - half of women get prolapse. Elvie prevents and treats these problems.”

Elvie comes with a special carrier case that doubles as a charger

Women insert the egg-shaped tracker into their vaginas and then clench around the device in five-minute workouts designed to 'lift and tone' from within.

Multiple sensors measure the amount of pressure is being applied and how, and this information is relayed via BlueTooth to a mobile app to offer real-time feedback that lets women improve their technique and strength score - many women unknowingly perform the exercise incorrectly by pushing down instead of lifting.

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Boler believes that how women look after their pelvic floor muscles is the "last uncharted territory in women’s health" and says it's still a "taboo" subject.

She was inspired to make the device after discovering via her French husband that every women in France gets specialist treatment to strengthen her pelvic floor muscles after childbirth.

An added benefit of regular pelvic floor exercise? Better sex.

“There’s evidence to show that exercising those muscles improves women’s sex lives - they feel more aroused and have better orgasms,” says Boler.